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Spending on pets jumps Dogs, cats spoiled in good times and bad BY LARAINE WESCHLER REPUBLICAN-AMERICAN

Raine Levesque's miniature pinscher, Junior, got a new outfit and some chew toys for Christmas.

"He's our child. He is so spoiled. He has three laundry baskets full of toys," Levesque said.

She's not the only person who is spending on her pet. According to the American Pet Products Association, 53 percent of dogs and 38 percent of cats receive Christmas gifts.

The pet industry has surged in the past decade, according to APPA, which tracks spending on everything from food to medical care to grooming.

Spending on pets rose every year through the recession. It's expected to hit $55.53 billion this year, an increase of 4.1 percent over 2012.

When Levesque's beloved Doberman pinscher Bubba died, she had his ashes placed in a box that she keeps on her coffee table. She has made provisions in her will to have her dog's remains buried with her.

"When I die, he comes with me," Levesque said.

She's the first to admit she's nuts for animals, but her devotion is not uncommon. She is among 18 percent of dog owners who buy an urn, according to the 2011-12 National Pet Owners Survey.

Sheri Polzella, owner of For the Love of Dogs in Prospect, throws birthday parties for her five dogs, inviting her friends' dogs over for doggy gift bags, roasted chicken dinner, birthday cake and playtime in the pool.

The APPA survey shows 9 percent of dog owners have held a party for their pet. Woodbury Pet Commons recently hosted an Easter egg hunt for dogs and The Cheshire Cat & Dog, Too makes birthday cakes for dogs.

Polezza is a positive reinforcement dog trainer and walker. She is also a pet masseuse, and practices pet Reiki energy healing. Her services aren't cheap. It costs $55 to $75 a session for a massage, and training is $95 an hour. She's already booked through August.

Heather Norris of Heather Norris Photography in Bethlehem said her pet photography business has increased in the past few years.

"I noticed the people who do not have children tend to treat their pets like their children and will spend a lot of money — equal to that of what they would spend on children's portraiture," she said.

She said one client recently spent a few thousand dollars for wall portraits of her boxer.

THE APPA ANTICIPATES THAT PET SERVICES will see 9.1 percent growth in 2013, the largest growth of all pet spending categories.

One of the biggest expenses for pet owners is food. Dog owners spend an average of $239 a year on food, while cat owners spend $203.

Polzella spends $260 a month just on food a supplements for her five dogs.

"I pamper them. They come before anything for me," Polzella admits. "From collars to vitamins, supplements, food, they get nothing but the best."

Mark Poveromo, owner of Thomaston Feed at 141 Watertown Road in Thomaston, said he has seen a huge increase in pet spending in the 22 years he has been in business, with a tremendous increase in the demand for natural and organic foods in the last five years.

In 2009, as consumers spent 2.8 percent less overall than the previous year, according to the U.S. Bureau of Labor Statistics, they spent 5.3 percent more on their pets, according to the APPA.

Since the recession, Poveromo said, people have little to be happy about.

"These pets are filling that need, if you will, and they're willing to do anything for their pets to keep them healthy, even cut themselves short."

Raw diets — frozen meat patties made from everything from duck to elk — are popular, as are supplements. Poveromo said people buy new freezers just for dog food.

MILK BONES ARE A THING OF THE PAST, Poveromo said. Now people want dehydrated rabbit meat. He said a brand of freeze-dried food from New Zealand that retails for $94.95 for four pounds has been flying off the shelves.

According to the APPA survey, 16 percent of dog owners and 13 percent of cat owners said their pet's medical treatment would take priority over their own treatment.

"True animal/pet lovers will compromise their health before taking a chance on compromising their pet's health," Poveromo said.

Spending on veterinary care is expected to grow 3.9 percent this year, to $14.21 billion. With increasing medical costs, pet owners are buying insurance for their furry friends, an industry worth $510 million and projected to grow to over $750 million by 2015, according to the APPA.

At the same time many people are spending more on their pets, hard times are forcing some people to abandon their pets.

Alicia Wright, public relations director for the Connecticut Humane Society, said the society's three shelters haven't seen a spike in the number of pets dropped off, but many cite the loss of a home or job as the reason they can no longer care for the pet.

The society's Newington shelter has a reduced-fee veterinary clinic for vaccines, spaying and neutering, and wellness care. The shelter also operates a free pet food pantry for those who meet financial need requirements.

Wright said these services give people an opportunity for those who might not otherwise be able to afford it to keep their pets at home.

Pet ownership remained steady at 62 percent of U.S. households throughout the recession from 2008 to 2011, but it rose to an all-time high of 68 percent in 2012.

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